The Associate Director, Traffic Channels will oversee a team responsible for driving overarching digital traffic channel strategy. This includes managing a team of channel experts across Web, SEO, Email, Organic Social, and Paid Digital channels supporting our B2B and B2C marketing strategies. This role is a critical leadership position, overseeing strategies that have direct impact on key company objectives.
Responsible for leading and managing a team of marketing and digital professionals by providing daily oversight and guidance in order to maintain digital properties, set priorities, streamline efficiencies and maximize growth and productivity
Function as an analytical, digital thought leader; identifying digital marketing trends, new technologies, evolving best practices and competitor activity that help drive the business
Oversee and provide high level oversight to prioritize, schedule, assign and track digital projects from inception through completion to ensure effective planning, timeline management and high-quality deliverables
Measure and report performance of all digital marketing campaigns and websites. Create dashboards to measure effectiveness of communications and alternate approaches
Collaborate closely with internal partners (content, product marketing, product, tech, member growth, and demand generation) to ensure the digital channels are robust tools for driving both demand generation and member utilization.
Be creative, data-driven, and work cross-functionally to drive testing, optimization, and experimentation across your team. Report results and recommendations for use across the team.
Build and drive continuous, data-driven refinement of all digital channels, focused on delivery of key business input and output KPIs, all while being budget conscious.
Roll up your sleeves where needed to execute high-quality efforts for our prospects, customers, and members.
Manage agencies and / or consultants as needed to support traffic channels
Deep expertise in digital strategy and channel management, current digital marketing technologies, knowledge of industry trends, project management skills and best-in-class creative engagement practices are required
Exceptional understanding of all aspects of digital marketing channels
Skilled at strategic marketing planning, digital strategy, branding, paid search and social media
Strong understanding of conversion rate optimization and a/b/multivariate testing and conversion rate optimization to improve lead generation, sales pipeline, and revenue as well as member experience and engagement.
Strong knowledge with the following: Google AdWords, Analytics, Tag Manager, Data Studio, and Search Console, as well as event based analytics tools (Mixpanel or similar), Website optimization and personalization tools (e.g. Hotjar, Google Optimize, Unbounce) and SEO tools (SEMRush or similar)
Ability and desire to work in a fast-paced, fast-growth environment
Proactive approach to project management
Experience developing creative solutions to complex problems